Sustainability is no longer a buzzword – it's a necessity. The sports industry, with its global influence, has the power to drive meaningful change. But sustainability in sports isn’t just about being ethical; it's about securing the future of the industry itself. Here we explore five key areas where sport can make a lasting impact, offering brands and rightsholders insights into how they can contribute to a more sustainable future for all.
TABLE OF CONTENTS
- KEY COMPONENTS OF A SUSTAINABLE SPORTS ECOSYSTEM
- THE IMPORTANCE OF INTEGRITY AS THE CORNERSTONE OF SUSTAINABILITY IN SPORTS
- THE CENTRALITY OF HEALTH
- INCLUSIVE GROWTH TO WIDEN THE FIELD
- FACING CLIMATE CHANGE
- THE FUTURE OF SUSTAINABILITY IN SPORTS
Key components of a sustainable sports ecosystem
The sports ecosystem is a complex network. Athletes, fans, sponsors and governing bodies are interdependent on each other and a sustainable ecosystem is essential for long-term success.
A fair and functioning foundation is the basis for any further discussion around sustainability in sports. For athletes, this means fair compensation and safeguarding health. For fans, it’s about creating inclusive and accessible experiences. Governing bodies must enforce regulations that promote ethical behaviour and environmental stewardship across the industry.
Sustainable sports sponsorship
Sponsorships that align with sustainability goals represent a commitment to shared values and a vision for a better future.
Sponsorship also plays a pivotal role in shaping a sustainable sports ecosystem. When brands align their investments with responsible practices, they support and drive long-term change.
By investing in sustainability, sponsors not only connect with socially conscious consumers but also contribute to the resilience and futureproofing of the sports industry. At the same time, sponsors use the potential of sports to provide a unique platform for the global dissemination of messages securing long-term success beyond the context of sports. These partnerships go beyond financial transactions, building deeper, more meaningful connections with audiences and showing that sport can lead the way in tackling global challenges.
Ultimately, the right sports ecosystem empowers sustainability, ensuring that sport can continue to inspire, unite and bring joy to future generations.
Purpose-driven partnerships, such as the collaboration between 1. FC Koln and Deutsch Telekom for the Innovation Game or P&G’s Pampers and the Olympic and Paralympic Village nursery at Paris 2024 also set new standards in the industry. These partnerships promote positive social and environmental outcomes and require brands to fully commit to the values they espouse. Brands that successfully navigate this landscape can reap significant rewards in terms of loyalty, engagement, and long-term growth.
Mass participation events
Mass participation sports have become a , blending fitness, community engagement and commercial opportunity. These events, driven by the global focus on health and wellness, offer a unique platform for brands to connect with audiences on a personal and meaningful level.
To achieve a balance between profitability and sustainability, the sports industry must adopt strategies that integrate environmental, social and governance (ESG) considerations into their business models. For example, the has made sustainability a core part of its identity, implementing initiatives like biodegradable race materials and comprehensive waste sorting and recycling systems. It also creates a weekend out of the race, with various shorter distances designed to encourage active fun for the whole family.
THE IMPORTANCE OF INTEGRITY AS THE CORNERSTONE OF SUSTAINABILITY IN SPORTS
Integrity is the foundation upon which the entire sports industry stands and without it, the essence of sport – fair competition, respect for rules etc. – crumbles. Ethical practices are essential for maintaining the trust of fans, sponsors and all other stakeholders, helping the sports industry thrive in a manner that is both economically viable and socially responsible.
When organisations operate with honesty, fairness and transparency, they build a culture of trust that supports long-term viability. Ethical sponsorship deals, fair treatment of athletes and responsible advertising all contribute to the sustainability of the sport and the businesses involved.
The consequences of failing to uphold integrity in sport can be severe, leading to scandals that erode trust and damage reputations.
How to embed integrity into sports operations
Maintaining integrity requires a structured and robust system that can enforce ethical practices across all operations. ISO certifications, such as ISO 37301:2021 for Compliance Management Systems and ISO 37001:2016 for Anti-Corruption Management Systems, provide a framework for organisations to maintain high standards of compliance and anti-corruption measures.
Infront’s compliance management system, since 2022 certified under both ISO 37301 and ISO 37001, serves as a robust defence against corruption and other forms of misconduct. This system is integrated into the fabric of its operations, ensuring that all employees are held to the highest ethical standards.
By upholding ethical standards, the industry can continue to thrive even in the face of scandals or crises. This commitment to integrity fosters a positive culture, attracts top talent, and enhances relationships with stakeholders.
THE CENTRALITY OF HEALTH
Health is central to sustainable success
Health is a critical component of sustainability, particularly within the sports industry, directly impacting the well-being of individuals and communities.
A resilient sports culture is one that can withstand challenges and adapt to change, and the well-being of its participants is central to this resilience. Physical and mental health support are critical factors in ensuring all those in the ecosystem perform at their best. Promoting mental health within work environments leads to higher job satisfaction and better performance, contributing to the overall resilience of the industry.
Integrating sports and wellness initiatives into workplace culture offers significant benefits for both employees and organisations. By promoting a healthy lifestyle, companies can reduce healthcare costs, absenteeism and improve overall productivity. Initiatives like Infront’s #AllAboutUs challenge and the Nations Cup have shown how sports can foster teamwork, resilience, and a positive work environment.
The benefits of a healthy society
Promoting health extends beyond the workplace and into society at large. Ensure healthy lives and promote well-being for all at all ages is one of the United Nations’ (UN) Sustainable Development Goals (SDGs) within its 2030 Agenda. Regular physical activity helps prevent lifestyle-related diseases as well as the prevention and treatment of substance abuse. Healthier populations contribute to stronger, more resilient communities. Sport has the unique ability to influence public health on a large scale, promoting healthier lifestyles and reducing health disparities. Mass participation is also a trend many sponsors have jumped onto commercially.
INCLUSIVE GROWTH TO WIDEN THE FIELD
In an increasingly divided world, inclusivity in sport has never been more critical. Breaking down barriers and ensuring that everyone has the opportunity to participate in and enjoy sport means it can foster a more inclusive environment that reflects the diversity of society.
How to leverage sustainable sponsorship to drive inclusive growth
Purpose-driven marketing is also a powerful tool for promoting inclusivity in sport. Campaigns like Nike’s “Dream Crazier” and Sport England’s “This Girl Can” have successfully aligned with inclusive values, promoting gender equality and breaking down barriers that prevent participation. as well. The way how and how often male and female sports is presented, has a huge effect on how equally the sport is perceived by the audience. Furthermore, reach is an important currency for sponsors that want to align with the purpose diversity, equity and inclusion (DEI). Players of the sports ecosystem have to join forces to make equality in sports more than a buzz word.
Inclusive practices are integral to a sustainable sports industry. Programs like the Special Olympics and the Invictus Games have broadened participation by creating opportunities for athletes with disabilities. These initiatives challenge perceptions and raise awareness, ensuring that sport is accessible to all.
FACING CLIMATE CHANGE
Climate change poses significant challenges to the sports industry, with both direct and indirect effects. Rising temperatures and extreme weather events can disrupt outdoor sports, while the financial stability of sports organisations can be impacted by the costs associated with mitigation and adaptation measures.
Many sports are uniquely vulnerable to the effects of climate change. For rightsholders and sponsors, taking action to address these challenges is about both environmental responsibility and preserving the viability of sport itself.
This is no more prevalent than in winter sport. Rising global temperatures, inconsistent snowfall, and extreme weather are already disrupting events and shortening seasons. They pose both logistical challenges for organisers but also threaten the future of winter sports as we know them.
The impact of sport on climate change
The impact of the global sports industry on the environment and consequently on climate change is evident: The commercialisation of any sport results in the perpetual increase of emissions due to infrastructure and stadiums, energy use at venues for event and media production or the travel of athletes, event staff and fans. However, the global interest in sport, the billions of fans it reaches and the media coverage it generates is a strong platform. The sector has an opportunity to play a unique role in meeting the challenge of climate change and inspire and engage large audiences to do the same. Sponsors can use this to take a public stand on environmental or social issues therewith sharpen the profile of their brand in this regard.
How sports organisations can implement sustainable practices
Many stakeholders in the sports industry have recognized the mutual impacts of sport and climate change and started to take environmental action. Examples from sponsor-driven activities to sustainability frameworks set up by rightsholders, event organisers or host cities. All concepts jointly aim for reducing the impact of sport on the environment while advocate for environmental action.
Sporting events are the main driver of carbon emissions in the sports industry. Sustainable event management is therefore critical to reducing the environmental impact of sports. Meaningful environmental action is based on data, which is why the calculation of an event carbon footprint is a good starting point to assess the potential for emissions reduction.
Sponsoring sustainable sports events offers brands the unique opportunity to advocate for the environment while promoting their own sustainable products and initiatives. As the Presenting Sponsor of the Nordic World Ski Championships, the Scandinavian B2B-company Stora Enso has been contributing to the sustainability and circularity of these large-scale events since 2017. This gave them the opportunity to present their products and efforts to a wider public. Sponsor-driven climate awareness campaigns often contain gamification elements to engage fans even beyond the actual live experience or screen time.
THE FUTURE OF SUSTAINABILITY IN SPORTS
As we look towards the future, it is clear that sustainability must be at the heart of the sports industry. The key takeaways from each of the pillars highlight the multifaceted approach needed to ensure that sport can thrive in the long term.
Industry stakeholders are encouraged to adopt and champion these sustainable practices. By committing to these principles, the sports industry can secure its future and contribute to the well-being of society and the planet as a whole.
The path forward requires collaboration, creativity, and a steadfast commitment to doing what is right. By embracing sustainability in all its forms, the sports industry can lead the way towards a more equitable, resilient, and sustainable future for all.
